Q&A with Zynga and GSN Games: Accelerating growth with app bidding

This newsletter is a part of a Gaming Insights collection paid for through Fb.


Bidding is a scorching subject in app monetization, and with the impending have an effect on of iOS 14 adjustments, it’s extra necessary than ever for builders and publishers to grasp its advantages. We spoke with Brian Truman at GSN Video games and Phil Suh at Zynga to get their standpoint on the benefits of bidding, recommendations on implementation, and the way forward for app monetization.

Wai Quai Chong (Fb): One of the most largest advantages of bidding is streamlining extra environment friendly tactics of operating. Now that your ad-ops groups have extra time to devote in other places, how has this enriched your gaming output? What number of hours every week do you assume you’ve stored because of bidding?

Phil Suh (Zynga): We’ve got observed substantive time financial savings for our operations groups. We make widespread optimizations to our advert call for configurations, and any adjustments wish to be carried out, tracked, communicated, and coordinated around the advert operations, yield control, and earnings reporting groups.  For each community this is transitioned to in-app bidding, we save a number of hours of time every week in guide paintings associated with putting in place line pieces, optimizing advert gadgets, and speaking adjustments.

Brian Truman (GSN Video games): We’ve got decreased the hours spent on waterfall control through round 15%, and that quantity will keep growing as extra networks migrate to bidding. With the time stored, our workforce has been ready to beef up the advertisements enjoy through checking out and tracking advert networks, thereby decreasing the chance of undesirable or misguided advertisements that result in adverse reviews for our avid gamers.

Wai Quai Chong (Fb Target market Community): Bidding has been coined as the important thing to accelerating trade transformation. Why did you glance to combine bidding, and what have an effect on has this had up to now?

Phil Suh (Zynga): Bidding democratizes the waterfall so call for companions have extra visibility into the to be had advert stock, in addition to the chance to compete at any value level.  In go back, the efficiency of bidding companions usually improves. Since there is just one request and reaction for a bidding spouse, latency decreases significantly. As well as, managing and optimizing call for companions throughout a couple of line pieces in each waterfall for each advert unit is a time-intensive operational problem. Collapsing all line pieces for an advert unit into one supplies considerable operations price financial savings.

Brian Truman (GSN Video games): We noticed worth in the use of a better selection of consumer segments to beef up the standard of our advert provide. We needed to extend the selection of consumer segments we had, however knew that including extra would result in upper operational prices. Bidding allowed us to construct extra consumer segments whilst keeping off the extra waterfall control that may usually come from those new segments.

Wai Quai Chong (Fb): How has bidding impacted your earnings? Have you ever discovered any adjustments to efficiency similar to total eCPM after transferring to bidding?

Phil Suh (Zynga): Once we first introduced it, we A/B examined exposing cohorts of customers to bidding vs. the waterfall, with the similar call for companions. We noticed that eCPMs have been somewhat strong between the variants, however our monetization price, or the ratio of advertisements that we delivered which have been absolutely monetized and weren’t despatched to backfill or home advertisements, larger substantively.  Subsequently, we have been ready to succeed in related yields with decreased operational prices, whilst rising earnings thru advanced advert fill and extra environment friendly advert supply.

Brian Truman (GSN Video games): Every time we’ve examined bidding in opposition to our controlled waterfall, we noticed good points in total earnings between 2-13%. Effects will range relying at the advert layout, the time invested within the waterfall previous to integrating bidding, and the networks taking part. Our expectation is that earnings good points will beef up as there are extra networks taking part in bidding.

Wai Quai Chong (Fb): How easy was once the method of onboarding to bidding and the way temporarily did you begin to enjoy the advantages?

Phil Suh (Zynga): The convenience of the onboarding procedure extremely is dependent upon whether or not you’ve got the bidding spouse already built-in. Since we have been already monetizing with Fb Target market Community, after we set them up as a bidding spouse, it was once simple. As soon as the entirety was once arrange, growing and activating a brand new advert unit took only some mins. Inside the first two weeks of checking out, shall we see the advantages, and inside of about two months, we started rolling it out additional throughout our portfolio.

Brian Truman (GSN Video games): Networks and mediation platforms have made vital investments in bidding during the last two years. Because the adoption of bidding has larger, the onboarding procedure has change into a lot more uncomplicated. Builders are already most probably the use of advert tech that helps bidding. Within the prior 4 months, we now have enabled bidding in two of our video games, each and every the use of other advert mediation platforms. Our advert operations workforce was once ready to do that without having for technical help or disruption in our trade.

Wai Quai Chong (Fb): What recommendation would you give to publishers who wish to get began on bidding? Any absolute best practices or tricks to proportion?

Phil Suh (Zynga): Festival within the call for stack is a very powerful merchandise to arrange for luck with bidding. If there aren’t sufficient call for companions competing within the public sale, your efficiency might be negatively impacted. That is in particular true if in case you have a prime quantity of impressions in step with consumer.

Brian Truman (GSN Video games): If you happen to’re anticipating to A/B check bidding in opposition to an present waterfall, it is extremely difficult and time-consuming for an empirical check. Remember to paintings carefully with the taking part networks in addition to your mediation platform, and plan on checking out for a number of weeks (no less than 3) to achieve self assurance. The earlier you get started working out how bidding affects your enterprise and iterating your processes, the simpler you’ll be within the long-run.

Wai Quai Chong (Fb): Why do you assume it’s so necessary to innovate and evolve in alignment with technological and gaming developments, similar to bidding?

Phil Suh (Zynga): Early adopters of recent generation will be capable of reap the advantages faster than others, in addition to have extra time to learn to function and optimize within the new atmosphere. The bottom line is as a way to expect what rising development goes to change into a prevailing usual, and to learn the business pace round it to understand when the most efficient time to undertake could be.

Brian Truman (GSN Video games): There’s no relaxed area in gaming for incumbents to sit down idle. In the event that they do, they’ll in the end in finding any person else is consuming their lunch. Every day, we consider how we will get five% higher, then some other five% higher, and so forth. New applied sciences give us a precious alternative to start out asking new questions on our trade and forget previous assumptions.

Wai Quai Chong (Fb): How has operating with Fb Target market Community supported your targets?

Phil Suh (Zynga): Fb Target market Community has now not simplest been an excellent call for spouse in relation to monetization and top of the range advertisements, but in addition a very good strategic spouse for product innovation, joint projects, and operational transparency. Our adoption of app bidding has simply been the latest in an extended collection of expansion we’ve skilled in combination.

Wai Quai Chong (Fb): What do you assume would be the maximum transformational and impactful traits and alternatives publishers and the gaming ecosystem will enjoy over the following few years?

Phil Suh (Zynga): Publishers will proceed to get nearer to advertisers because the business searches for extra environment friendly transact. Whether or not thru in-house exchanges or different bidding configurations, PMP deal expansion, common marketplace consolidation, or because of regulatory constraints, the ecosystem will proceed to adapt.

Brian Truman (GSN Video games): Construction accept as true with together with your consumers and protective their privateness will without a doubt be a very powerful subject for years yet to come. Platform adjustments and laws have the capability to change the panorama for virtual promoting in quite a few tactics. This would result in each just right and unhealthy results for present stakeholders, however the publishers and types that earn the accept as true with in their consumers will generally tend to do higher.

Wai Quai Chong is a Strategic Spouse Supervisor at Fb Target market Community.

 

 

Brian Truman is the Govt Director of Virtual Advert Income and Operations at GSN Video games.

 

 

Phil Suh is the Senior Director of Advert Monetization at Zynga.

 

 


 

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